Nollywood actress Iyabo Ojo has stepped up to defend the evolving marketing tactics in the film industry, especially social media trends like dance challenges and skit-making, which have become common for promoting movies. In a passionate Instagram post, Ojo addressed the criticism from veteran actress Jaiye Kuti, who expressed concerns about the pressure filmmakers face to follow these trends.
Ojo pointed out that while the methods may have changed, the core idea behind promoting movies remains the same. She recalled the early days of Nollywood when producers would gather outside the National Theatre in Lagos, using drumming and cultural performances to attract crowds. “We were literally begging people to come watch,” she said, adding that marketing has always been a part of the business.
She also drew comparisons to major brands like Coca-Cola, who continuously advertise their products. “If Coca-Cola is still running ads, why can’t we use any method to create awareness for our movies?” she asked.
Ojo urged fellow filmmakers to embrace their creativity and not shy away from using new ways to engage their audiences. “Don’t be shy, don’t be ashamed. You must constantly advertise,” she said, emphasizing that the ultimate goal is for people to watch the movies, no matter the promotional tactics.
See video below: